The class project consists of a partial Marketing Plan. The length is 12 pages. The plan is based on the Glidden Case. The project will follow the format of the Marketing Plan Outline posted.You are not doing an entire marketing plan.

Description

 The  class  project  consists  of  a  partial  Marketing  Plan.  The  length  of  the  plan  to  turn  in  is  12 pages.    The  plan  is  based  on  the  Glidden  Case  posted  on  Canvas.    The  project  will  follow  the  format of the Marketing Plan Outline posted on Canvas.  You are not doing an entire marketing plan.    You  are  doing  a  plan  based  upon  the  Glidden  Case  and  focusing  on  the  execution  and  analysis of the case.You  should  be  aware  that  the  project  is  holistic.  It  is  driven  by  the  process  to  produce  a  Marketing  Plan.  There  are  three  critical  parts  to  the  project:  SWOT  Analysis, Issues  Analysis, and  Actions  Plans.  The  key  to succeeding on  the  Project  is  to  concentrate  on  the  execution  of  your  decision.  All  of  the  parts  need  to  be  aligned  from  inception  to  execution.  Each  portion  of  the plan has a page length suggestion for you to follow. The points and length assigned to each part are:

I.Executive Summary(one page)10 points

II.SWOT Analysis(two pages)20 points (See https://www.liveplan.com/blog/what-is-a-swot-analysis-and-how-to-do-it-right-with-examples/ )

III.Issues Analysis (one page)20 pointsa.4 to 8 key questions from the Glidden case and your own analysis

IV.Marketing Strategy (one page)10 points a.Strategic Positionb.Value Proposition (what is your price/quality/serviceposition in comparison to the competition?

V.Six Action Programs and list of 15 Programs30 pointsa.Six action plans (one page each; six pages total) Required to write up 6 action plans covering at least two Issues. In addition, one action plan has to address digital, one must address social media, and one must address promotion strategy. For the 6 Action  Plans, please follow the format in the Appendx. b.List of 15 or more action plans by title (one page total)

VI.Creative Effort of Project10 pointsTotal Points100 points

2 As part of the project, you are requested to do an optional field trip to a Wal-Mart near your  home  and  find  the  paint  section  where  they  have  the  Glidden  Paint.  If  the  Wal-Mart  near  your  home  does  not  have  paint  then  try  to  find  one  that  does.  This  is  optional  due  to  the  current  COVID-19 situation. If  you  feel  uncomfortable  making  a  field trip wearing a mask, then the project can be completed without the trip. I do not want to jeopardize any ones’ health.  If you have the want and opportunity to visit Wal-Mart, you should observe the paintarea for about half an hour and see the people and the Wal-Mart staff. This will add to your understanding of the project and give you some connection to reality. Feel free to talk to anyone who will talk to you at Wal-Mart.Please keep your social distance (6 feet).  If  it is too difficult for you to do this, it is fine to talk to people that you know at work or where you live who have bought paint at Wal-Mart or even other places. The paint market has been very good as people have been home isolated for a while. Many people have taken on DIY projects due to boredom.